Doritos Superbowl Analysis

Doritos- Goat 4 sale

The Surface Meaning: In the Doritos Superbowl commercial a man is selling an adorable goat eating Doritos. The man, who also enjoys Doritos, purchases the goat and takes the goat home for more delicious Doritos snacks. But after the 42^nd bag the owner starts to become irritated with his new cheesy corn chip loving friend. Once the goat has consumed 156 bags of the cheesy corn chip goodness the owner, whilst in bed, has decided that he has had enough with the goat. The commercial continues into the next morning where we find the goat in front of an empty cabinet screaming because all the Doritos are gone! In a fit of rage the goat destroys the photo of his owner as well as the popsicle stick bridge he has worked so very hard on. The goat finds the owner in his bedroom stashing the remainder of the Doritos while writing up a “Goat 4 Sale” sign. Still angry due to the lack of nutrition from his favorite snack, the goat shuts the door behind him leaving the epic battle between goat and Doritos lover to the audience’s imagination.

The Advertiser’s Intended Meaning: The ad is really trying to embed the idea that their product, Doritos, is so good that you can only share your Doritos so much. The deliciously cheesy goodness can only be shared for so long until the crunch of losing your delicious treat literally drives you insane.

The Ideological Meaning: We as the American culture tend to not want to share. We don’t like sharing our money, our space, or our toys; why would we want to share our Doritos? Although this commercial is an American commercial I feel that it would still be just as effective in other cultures. The type of humor, irony, is used often in our culture. In the beginning of the commercial we see a man who is beat up selling a goat. By the end of the commercial the new owner is preparing to sell the goat and is about to be beat up. This use of irony is not only specific to our culture but explains our social norms.